Matrimony rings a bell for mobile firms

Indian mobile telephony service providers are increasingly becoming matchmakers. With Reliance Infocomm, Airtel, Orange, BPL and BSNL offering services like chat, dating and find-a-friend, Cupid can now strike using SMSs or video messages. Some of the companies have also tied-up with portals like Bharatmatrimony.com and Indiatimes.com, enabling access to user profiles through SMSs.
The telecom companies have positioned these offerings under value-added services (VAS), which is not a revenue earner. VAS is an offering to retain users. However, the matrimonial services have begun to churn in revenues, albiet on a slow footing.

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